Red Bull Says Carpe Diem and Enters the Water Fight

We were recently doing a competitive audit for a client and came across Carpe Diem waters. The packaging isn’t much to look at (frankly, most of the category isn’t) but it does communicate freshness and enhanced benefits better than most brands in the water-Plus category.

The surprise came when we turned the packaging around and recognized the Santa Monica address as that of Red Bull. The fact that it comes from the adrenaline pumping, fly-off-a-pier-in-homemade-plane place makes it a bit more impressive in my mind.

Most companies work hard to not take any risks and to leverage the heck out of their equity until it is diluted to, well, something not unlike water. I’m impressed with the creativity and the soft brand that they have created here and how it creates a nice contrast within their portfolio. If anyone has more information on Carpe Diem or how it came about, write in and let me know.from the Carpe Diem site: Carpe Diem is both – philosophy and brand.